Meteorite won the account after a pitch, handled by COI, against Tequila\London, Tullo Marshall Warren and Chemistry. There was no incumbent.
The agency will create a campaign aimed at changing attitudes and perceptions towards a career in the service among women and ethnic minority groups.
The campaign, due to break later this year, will run across a variety of media platforms, including online, direct marketing and experiential.
Last year, the fire and rescue service set out an equality and diversity strategy outlining its aim that, by 2013, at least 15 per cent of firefighter recruits would be female.
Emma Janson-Smith, the head of planning at Meteorite, said: "We're delighted to be working with such a dynamic and invaluable service. There is so much opportunity to shift perceptions among these audiences."